What is brewing at Iganmu House?

From all indications it appears something big is really brewing at Nigeria's home of quality palate, Nigerian Breweries Plc (NB). With the stream of twits and Facebook threads bearing the exclusive news that is making round about town on what is cooking in Nigerian's house of drink, entertainment enthusiasts are also asking whether big Nigerian acts are part of the deal, several top musicians from D'Banj, to Tuface, Banky W, Naeto C, MI, Whiz kid and a host of others have been touted to be part the package that NB is "brewing." 

With Christmas – an upbeat time for entertainers – around the corner, no artist worth his salt would want to miss out from any great show this season.

The frenzied struggle for market share in Nigeria's robust brewery sector seems to be gathering momentum by the day. Indeed, in the last decade, the two largest brewers in the country - Nigeria Brewing Plc and Guinness Nigeria Plc have been involved in a variety of marketing activities, mostly targeting the young adults.

It is not surprising that most of the marketing activities of the brewing industry in Nigeria seem to be directed at young adults. About 54% of Nigerians are below the age of 20 years and a sizeable proportion of young adults have become part of the global economy. With Nigeria having a growing youthful population deeply enmeshed in a culture in which entertainment has gained strong foot-holds, the Nigerian beer market is expected to drive beer consumption. Indeed economic researchers have projected that the Nigerian beer market will grow at an average of eight per cent yearly, over the next five years.

However, in recent years, the industry has also expanded its marketing activities to appeal to the general public. From the stable of the Nigerian Breweries, innovative concepts like Maltina Dance All (MDA), Heineken Champions Planet and other creative concepts would definitely spread its appeal beyond the primary target- the youth.

These innovative activities and efforts have so entrenched brands from NB's stable in the consciousness of Nigerians that, for instance, a brand like Legend Stout has consistently increased its market share geometrically and  consistently in the last five years,

Investigations reveal that, this massive growth and expansion is driven by the growing demand from consumers nationwide. With Nigeria consolidating her position as  an exciting and vibrant place to do business, and with the  demand for NB's iconic brands - such as Legend and Fayrouz and others rising, it is revealed that the company is planning what  a source, who spoke on conditions of anonymity  described as "an industry shaker, that has not been witnessed before".

Attempts to find out details from company sources about what is in the offing have so far not yielded result - as they prefer to keep it to themselves. But, it has been picked from our radar that the company may be bent on consolidating market leadership with the introduction of some new brands. It is not quite clear if the brands in question are brands from recently acquired companies or if Nigerian Breweries is planning to launch other brands.

However, we understand that whatever may be coming from the stable of Nigerian Breweries will definitely be big. We only have to wait to see what the company has up its sleeves.